What is your personal and business social media strategy? Maximizing Social Media Results
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All professionals must plan their social media strategy. If you are not an active participant or knowledgeable about the world of social media, how will you respond to needs, stay current, and brand yourself offline? Is this approach possible or effective? Are you aware of how or if your organization uses social media analytics? Innovative businesses are always looking for new ways to encourage loyalty, build relationships, and respond to customer needs. Social media analytics gives organizations a snapshot of these needs with insights gained from online conversations. New technology has the capacity to capture customer information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive analytic techniques that help corporations manage the brand and reputation of products and services. This workshop will increase your knowledge and awareness of social media analytics and explore new and innovative social media strategies that impact professional and business productivity. Learning Outcomes: This workshop will explore effective tools, for building, interpreting and using social media to increase professional and corporate effectiveness At the end of this workshop, participants will be able to: a) Explore how social media helps corporation predict trends b) Examine how information and data is analyzed c) Identify which types of industries can benefit from social media analytics d) Explore trends and innovation around social media for business outcomes and professional development
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What is your personal and business social media strategy? Maximizing Social Media Results
- 1. WHAT IS YOUR PERSONAL AND BUSINESS SOCIAL MEDIA STRATEGY? Maximizing Social Media Results
- 2. Meet Your Moderator & Panelists • Moderator: Nanette Kelly Sr. Software Quality Assurance Engineer, Northrop Grumman Corporation • Panelist #1: Jem Pagán Director, Technology Strategy JNK Securities Corp. • Panelist #2: Mike Powell VP Organizational Development & Training Powell Consulting Group • Panelist #3: Emily Vera Corporate Social Recruiting Lead Northrop Grumman Corporation @Social_Em
- 3. Understanding the 3 Major Social Media Sites: LinkedIn, Facebook, Twitter LinkedIn: the world’s most popular social media tool for professional associations. It allows users to create an online personal resume, add other people as professional connections, participate in work related discussions and follow the events of various companies via company pages and groups. – Activities & lingo: • “Connect”: with others (friends, peers) at various levels • “Follow Company”: to receive company posted status updates • “Join Group”: click to join a group, participate in discussions, etc. (note: you can only be a member of 50 groups at a time) • “Discussion”: start a discussion within a group • “Like”: like a status update, comment, discussion topic, etc. • “Comment”: comment on a status update, discussion topic, etc. • “Share Link”: share a particular link from a status update or comment with your network • “InMail”: pay to send a message to someone you outside of your 1st connection network 3
- 4. Understanding the 3 Major Social Media Sites: LinkedIn, Facebook, Twitter Facebook: the world’s most popular social media tool. It allows users to create a personal profile, add other users as friends, exchange messages and share information and media. Facebook also allows members to participate in interest groups, follow particular companies and play online games. – Activities & lingo: • • • • • • • 4 “Like” a company/organization/page to follow and receive their updates “Like” a post or comment “Comment” on a post, image, video “Share” a post, photo, or video with your “friends” “Message” people or company pages privately “Add Friend” to connect with a personal profile “Hashtag (#)” tag your post into specific, searchable keywords by typing in a hashtag sign before your word or phrase (e.g. #engineeringjobs)
- 5. Understanding the 3 Major Social Media Sites: LinkedIn, Facebook, Twitter Twitter: a popular social networking tool that allows users to send a short, mostly text-based message that’s up to 140 characters long known as a tweet. These tweets are then published on the web. Users can send their own tweets, follow the tweets of other users and companies or contribute to a wider online discussion based on a particular topic or event. – Activities & lingo: • “Tweet”: a 140-character limit post • “Re-tweet” ( ) republish another person’s tweet to share with your network by copying the post and typing “RT @username” or click the “re-tweet” button • “@reply”: reply or mention another user by typing: @username • DM: Direct Message another user by typing in: DM @username (note: you can only DM someone that is currently following you & you are following them) • Hashtag (#): tag your post into specific, searchable categories by typing in a hashtag sign before your topic (e.g. #jobs #careers) • Trending: when several people get on Twitter at once to share ideas with one another, by using a specific hashtag 5
- 6. Social Media Trends, Predictions & Challenges 5 Questions on Social Media 1) What Was Your First Social Media Experience? 2) How Active Are You or Your Business on Social Media? (ie. Daily, Weekly, Monthly, Never) 3) Is Social Media is Good For Business – Why or Why Not? 4) Why should anyone (Follow You, Retweet You, Like, Pin You, Read Your Blog, Attend Your Webinar, or Connect with You on Linked-In) 5) How Do You (or Don’t You) Measure/Quantify Your Impact on Social Networks?
- 7. 2013 Social Media Trends
- 8. 2013 Social Media Trends
- 9. 2013 Social Media Trends
- 10. 2013 Social Media Trends 1. Corporate Directors of Communication on average increased spending by 37% in 2013 2. Of Facebook’s 1 Billion Users, 200 million are mobile-only (4.2B across all networks) 3. According to Research Youtube is More Popular Than Cable TV 4. The # of Facebook Users is 3x the US Population 5. 95% of Facebook Users Log-In Every Day 6. 60% of Twitter Users Log-In Every Day 7. 30% of Linked-In Users Log-In Every Day 8. 5 Million Facebook Users Are Under the Age of 10 9. Around 46% of web users turn to social media for making a purchase. 10. 60% of consumers say integration of social media makes them more likely to share products and services.
- 11. 7 Social Media Predictions for 2014 1. 2. 3. 4. 5. 6. 7. Investments in Social Media Will Become a Necessity Not A Luxury Google + Will Become A Major Factor Image-Centric Networks Will See Huge Success We’ll Witness the Rise of Micro-Videos Foursquare Will Decline Sharply Love It, Or Hate It – MySpace will Continue to Grow Linked-In Will Become A Major Player for B2B Growth
- 12. 2013 Challenges & Opportunities 1. How Is Your Personal/Corporate Brand Being Represented? 2. Over Segmenting/Splintering 3. Diminished Communication & Relationship Building Skills 4. Measuring ROI 5. Internal Social Media to Increase Project Transparency 6. Find Internal & External Experts 7. Corporate Policies & Governance 8. Effective Recruitment & Retention Strategy 9. Who is the Expert? 10. Decision Makers Aren’t There (Are we Engaging the Right People)
- 13. 10 Tips to Get Your Social Media Strategy On Track 1. Pick the Site(s) that Works for You 2. Share Interesting and Visual Content 3. Pay Attention to What People Are Saying About Your Brand 4. Have an Authentic Voice 5. Foster Fan-to-Fan Engagement 6. Don’t Overly Automate 7. Commit to Social Media 8. Treat Social Media as an Arm of Your Customer Service Operations 9. Don’t Forget Your Other Marketing Channels 10.Measure Everything
- 14. Make it EASY for Recruiters to Find You: LinkedIn, Facebook, Twitter To rank well in LinkedIn, focus on: • A complete profile with info relevant to the person searching for it. • Activity in groups that are relevant to the info on your profile • Being heavily connected to the industry you are optimizing for • Use an eye catching headline that encourages people to view your profile Camera shy? GET OVER IT. • You can perceived as not understanding how to use LinkedIn • It can make you seem out-of-touch with current technology and trends • You can appear to be technically incapable of loading on a photo • Those without photos may be perceived as “Fake” LinkedIn profiles • Lack of a photo keeps your profile from being 100% complete • Profiles with pictures are seven times as likely to be viewed as those without. If you are coming up in searches, but people don’t click on your link then LinkedIn will think your profile is less relevant and rank you lower! 14
- 15. Make it EASY for Recruiters to Find You: LinkedIn, Facebook, Twitter Focus on: • Setting up your privacy settings to ensure your public profile is “clean” • Complete your “About” Section with the information in your resume • Create lists for different groups of people (co-workers, friends, family) • Follow potential employers and companies pages • Be prepared to “damage control” from friends’ posts – set up email alerts • Resist the temptation to over-share Engage with employers! • Post questions, general comments and/or topics you want to see to their wall • Like, comment and share their company posts • Check for “jobs” tabs or “Careers” focused pages of employers • Participate in polls or interactive status posts With the introduction of Graph Search, Facebook is being used more often as tool for social recruiting – be prepared! 15
- 16. Make it EASY for Recruiters to Find You: LinkedIn, Facebook, Twitter Tips: • Consider having multiple accounts – personal / professional • Complete your “About” Section with the information in your resume • Follow potential employers and companies • Follow recruiters and other employees of a specific company • Utilize hashtags but keep your tweets readable • Follow handles that tweet out jobs (@ClearanceJobs ; @MBAjobpostings) Engage with employers! • Favorite and re-tweet posts • Reply to interactive tweets (complete the tweets, questions, polls) • Participate in live tweeting events • Search for tweets by hashtags (#jobs #engineer #mba) • Direct message or tweet questions, comments, issues More and more employers are turning to Twitter to post jobs, host interactive chats and engage with candidates. Join the conversation! 16
- 17. Takeaways for the Digital Job Search • Use social media platforms to promote yourself – Majors sites are a must! – Get creative - Pinterest Resumes or YouTube Video Resume; • Engage, engage, engage!! – Let employers and recruiters know who you are BEFORE you apply to their jobs – Make yourself a trust-worthy source for industry specific information • Have a soft copy of your resume available 24/7 – Mobile websites, job opportunities on the fly – BE PREPARED • Maintain a consistent, real, image and personality across pages • Know your audience and utilize list features when available
- 18. Social Media – A Business Solution © Mzinga 2011
- 19. In The Social Era … Lean, not Big [Fast & Flexible] Conversations, not Chains [Collaboration drives innovation] Sharing, not telling [Hear the voice of the customer and employee] Social Intelligence is driving the marketplace © Mzinga 2011 19
- 20. Understanding the Social Intelligence Ecosystem Business OmniSocial Impact of Engages Social Era © Mzinga 2011 Mzinga, Inc. Confidential 20
- 21. Social Era Delivers Experience-Led ROI Solutions External Use Case • Streamlined client acquisition • Customer engagement • Loyalty & retention • Listening & engagement • On-demand support • Brand building Customer Experience • Demand generation • Social commerce Brand Experience Social Business Ecosystem Employee Experience • Engagement & collaboration Partner Experience • Satisfaction & retention • Social business outsourcing • Indirect revenue streams © Mzinga 2011 • Developer networks 21 Internal Use Case • On-boarding & recruiting • Social learning
- 22. “Peeling the Onion” – Successful Social Media Implementations Design the Experience Compelling & Engaging Community Manager Community Managers Deliver the Experience Flexible & Dynamic Monitor and Measure The Experience © Mzinga 2011 (Social ROI) Employees * Customers * Partners February 14, 2014
- 23. Social Media Drives the Intelligence Continuum Baker’s depiction of the Knowledge Continuum, 2007 Wisdom Knowledge Information Data © Mzinga 2011 Use knowledge to establish and achieve business goals/ROI Analyze & synthesize derived information Give meaning to obtained data Obtain the raw content: Discussion, Post, Blogs, et c.
- 24. Social Media Drives the Intelligence Continuum Baker’s depiction of the Knowledge Continuum, 2007 Wisdom Knowledge Information Data Use knowledge to establish and achieve business goals/ROI Analyze & synthesize derived information Give meaning to obtained data Obtain the raw content: Discussion, Post, Blogs, et c.
- 25. Social Metrics in a ‘Social Era’ When Influence and Information Matter! © Mzinga 2011
- 26. Social ROI Metrics & KPI Measurements Influential Platforms Influencer Metrics Influential Users Track platforms that generate greatest % of engagement. For each platform, determine the relevance of engagement (Topics) and Sentiment. Track ‘Influential’ users who multiply the brand’s message with positive / negative WOM. Awareness Brand Metrics Track % of engagement (messages) that generate awareness for Brand, Message or Products Preference Track % of engagement (messages) that generate positive sentiment for Brand, or Negative Sentiment for Competitor Fans Loyalty Metrics Critics Track % of users who express positive sentiment about brand / message / product Track % of users who express negative sentiment about brand / message / product Influential Sites Track ‘Influential’ sites with greatest amount of viral sharing of campaign media assets Intent Track % of engagement where users express Intent for Brand at all stages of Marketing Funnel: consider, choose, buy or consume Brand Advocates Track % of users that provide positive recommendation for Brand “Social Proofing” – Next Generation of Social Media Influencer Visibility & Potential Reach Add third-party data with Influencer followers / friends i.e., Off-line Purchase Determine whether Brand Metrics for Earned Media correlates with third-party On-line / Offline purchase data Detractors Track % of users that provide negative recommendation for Brand
- 27. Social Strategy Steps – The (7) Components • Targeted membership and desired interaction, acquisition (marketing) and retention, member ROI, competition (other communities, other calls for target membership attention) • Vision of the social media initiative and alignment with corporate strategy. Business and financial goals and objectives of the initiative. Rollout plans and phases of community life • Definition of the duties and prescriptive step-by-step how to’s for the Client Community Manager • Recommendations for member touch points including: newsletter strategy, site copy and use of Facebook/My space • Pre Vs. Post moderation. TOS definition, Practices for handling violations, Escalation path for violations, etc. • New & existing, internal & external, expert & user-generated, static and event based. • Analysis and identification of the tools (software, templates, forms, and infrastructure) to enhance and support the social media initiative. Analysis of the deployment and the adoption/success/failure of efforts to date. Community Membership Mzinga’s Community Consultants are dedicated professionals who work with Strategy you to create a Social Media strategy, including an objective, multi-phased analysis Community Management of any current social media initiatives. Among other things, thisStrategy Communication effort may examine Mzinga’s Seven Components of Moderation Successful Community: Plan Content Tools © Mzinga 2011
Editor's Notes
- First up is LinkedIn. Many of you are probably familiar with LinkedIn as it is the world’s most popular social media tool for professional associations. It allows users to create an online personal resume, add other people as professional connections, participate in work related discussions and follow the events of various companies via company pages and groups. A few activities and lingo terms associated with LinkedIn…You can “Connect” with others (friends, peers) at various levels – your direct connections are considered 1st level. “Follow Company” to receive company posted status updates and other information or “JoinGroup” to join a specific interest group, participate in discussions, view jobs, etc. You can only be a member of 50 groups at a time. You can start a “Discussion” within a group, “Like” or “Comment” on a person or group’s status update, comment, discussion topic, and even “Share a Link” from a status update or comment with your network. Special to LinkedIn are “InMails” These are messages that you pay to send to someone outside of your 1st connection network – currently they are approximately $10 per InMail message, which can add up!
- Facebook is the next social media site – and despite it appearing second in our presentation, it is the world’s most popular social media tool. It allows users to create a personal profile, add other users as friends, exchange messages, share information and media. Facebook also allows members to participate in interest groups, follow particular companies and play online games. Very similar lingo and activities to LinkedIn, but there a few noticeable differences. You can “Like” a company page to follow their page’s updates as well as “Like” a post, comment, or photo . You can also “Comment” onand “Share” posts, images, videos, etc. On Facebook, you “AddFriends” to connect with a person’s profile. You can also send a “Message” to people or company pages privately and for free!
- Finally, lets review Twitter – this social media site is a popular networking tool that allows users to send a short, mostly text-based message that’s up to 140 characters long known as a tweet. These tweets are then published on the web. Users can send their own tweets, follow the tweets of other users and companies or contribute to a wider online discussion based on a particular topic or event. Twitter has very unique lingo and activities as opposed to Facebook and LinkedIn. As I mentioned, you can “tweet” a 140-character limited post and even “re-tweet” which is republishing another person’s tweet to share with your network. You can re-tweet by copying the post and typing “RT @username” or clicking the “re-tweet” button. You can reply to someone’s tweet or mention another user by typing “@username” as well as send direct messages to another used by typing “DM@username” please note that you can ONLY send a direct message to someone that is currently following you and you are following them. You can tag your post into specific, searchable categories by typing in a hashtag (#) sign before your topic. For example #engineeringjobs When several people use a specific hashtag at once to share ideas with one another it is considered a “twitter chat” or “trending”
- You want to make it easy for recruiters to find you on LinkedIn. In order to do this, you need to rank well in LinkedIn and to rank well you should focus on the following. Have a complete profile with information relevant to the person searching for you. Be active in groups that are relevant to the information on your profile. Stay heavily connected to the industry you are optimizing for. Make sure you have a headline that encourages people to view your profile. Add a profile picture. If you don’t have a profile picture, you can be perceived as not understanding how to use LinkedIn. It also can make you seem out-of-touch with current technology and trends or technically incapable of uploading a photo. Other users might perceive your profile as “fake” if there isn’t a photo showing a real person. Besides just how LinkedIn users may perceive you, not having a profile picture keeps your profile from being 100% complete according to LinkedIn’s criteria. Profiles that are 100% complete are more likely to show up higher in search results and give them an advantage over “incomplete” profiles. Furthermore, LinkedIn research indicates that profiles with pictures are SEVEN TIMES as likely to be viewed as those without photos. So I’ll say it again – Add a profile picture – it’s important! Make sure you dress appropriate in your photo. Wear an outfit that reflects the norms of the profession that you’re in. If you are coming up in searches, but people don’t click on your profile link – then LinkedIn will think your profile is less relevant and rank you lower in future searches. Focus on the first things people see when they click on your profile – your photo and headline. These things should be professional, realistic and interesting enough that someone is compelled to click on your profile. Your photo should be professional and relevant to your industry, but it doesn’t have to be a professional headshot. You want it to show you’re a ‘real person’ who’s serious about getting a job. The headline section is your opportunity to sell yourself, so make sure you aren’t using the same phrases as everyone else such as “PM Seeking Immediate Employment”. Take time to develop a unique, specific and eye catching headline that will set you apart from other candidates. Your LinkedIn goal should be to connect with people in industries and at companies you want to work for – then to turn those connections into job opportunities and interviews.
- While this social media platform is generally used for personal networking, you cannot deny the hundreds of brands and companies utilizing this platform to connect with candidates and consumers. So make it easy for recruiters to find you on Facebook and be impressed by what they find. Set up your privacy setting (which I will review in more detail) so that you can ensure what recruiters are seeing is clean and consistent with your online personal brand. Complete your about section. This is a common area Facebook users skip over – but it’s critical for your job search and career advancement. Filling out your About section should be no different than completing your LinkedIn profile or uploading your resume to Monster. Complete with all your professional information and link with as many names as you can – company name, high school, college, home locations to build your network and increase your likelihood of showing up in a search. Create lists for different types of people in your network to ensure you are sharing only the info those people would want to see. Examples – bar hopping, etc checking in, posting from a conference work onlyAs I mentioned, brands and companies – follow them to get insider’s view of working there, advice to getting hired, etc. You can’t control what your friends do on FB but be prepared. If you have an over posting friend – approve their posts before they go to their wall. Utilize privacy settings to manage to your needs Resist the temptation to over-share – people want to see real-life things, but they don’t need to know every day what you are having for breakfast…..and lunch…..and dinner. Keep in mind your audience and the image you are trying to portray ENGAGE with EMPLOYERS – this is an opportunity to get yourself noticed before you apply to their positions. Become a valuable contributor to their site and others will recognize your name when you apply.
- Twitter is the only platform that (at this time) does not require you to use your legal name – it is a violation of the terms of service on FB or LinkedIn to create “fake profiles” so use it to your advantage. If you want to tweet a lot about personal things, rant or non-careers related information, consider creating a personal and professional twitter account. Same goes here – complete your about section with information from your resume, include a LI link or your personal web adddressFollow companies for get insider’s view of working there, advice to getting hired, job opportunities, etc. Connect with recruiters on Twitter that work for the companies you are interested in Hashtags are great to use on Twitter, they help bring your tweets up in searches and connects you with trending stories and topics. However, too much hashtagging can make your tweet difficult to read and understand. So best used in moderation. ALWAYS check your hashtags before you use them too – you might be surprised by what others are posting using that hashtagFollow handles that tweet out jobs specific to your industry or interestENGAGE with EMPLOYERS – this is an opportunity to get yourself noticed before you apply to their positions. Become a valuable contributor to their site and others will recognize your name when you apply.
- Use social media to benefit your professional goals and ambitions.